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All Journal Asian Journal of Management Analytics
Mok’hena, Nthabiseng
Unknown Affiliation
Decision Sciences, Operations Research & Management

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The Role of Employer Brand Reputation on Talent Acquisition and Retention in Fast-Food Small and Medium Enterprises in Maseru Urban Mok’hena, Nthabiseng; Motsomotso, Maletlatso
Asian Journal of Management Analytics Vol. 4 No. 3 (2025): July 2025
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/ajma.v4i3.15035

Abstract

Employer branding has drawn attention from all over the world yet little is known about the role played by SME managers in implementing and assessing brand reputation.  This study examined the role of brand reputation on talent acquisition and retention in fast-food Small and Medium Enterprises in Maseru Urban.  A quantitative approach was used, where structured questionnaires were distributed to 36 managers and owners. The findings revealed that most managers inconsistently apply brand monitoring, employee-aligned culture, and internal brand communication. Results also showed a weak and statistically insignificant relationship between brand reputation practices and recruitment efficiency.  The current study highlights the importance of enhanced strategic training, continuous brand alignment, and the consistent use of brand messaging during recruitment processes.
Co-Authors Motsomotso, Maletlatso